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Targeted Advertising and Promotion Campaigns_A Case Study of the National Pork Board

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  • Capps, O.

Abstract

Previous studies in the economic literature dealing with evaluation of the effectiveness of agricultural checkoff programs typically have not centered much attention on impacts in individual cities, regions, countries, or markets. To fill this research void, the distinct contribution of this work is the presentation of a case study of targeted promotion by the National Pork Board that took place in Atlanta, Chicago, Dallas, Denver, Philadelphia, and Sacramento. This campaign, in addition to the national campaign, ran from March 2005 to November 2005. Econometric analysis based on a seemingly unrelated regression (SUR) model revealed that the targeted program was successful in the various cities except for Sacramento, generating average benefit-cost ratios at the retail level ranging from 1.26 to 1 to 4.06 to 1. This case study clearly supports the use of targeted promotion in agricultural checkoff programs to stimulate retail sales of pork for at-home consumption.

Suggested Citation

  • Capps, O., . "Targeted Advertising and Promotion Campaigns_A Case Study of the National Pork Board," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 38(1).
    • Handle: RePEc:ags:jloagb:307142
    DOI: 10.22004/ag.econ.307142
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    References listed on IDEAS

    as
    1. John Lenz & Harry M. Kaiser & Chanjin Chung, 1998. "Economic analysis of generic milk advertising impacts on markets in New York State," Agribusiness, John Wiley & Sons, Ltd., vol. 14(1), pages 73-83.
    2. Capps, Oral, Jr. & Park, Jaehong, 2002. "Impacts Of Advertising, Attitudes, Lifestyles, And Health On The Demand For U.S. Pork: A Micro-Level Analysis," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(1), pages 1-15, April.
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    4. Capps, Oral, Jr. & Schmitz, John D., 1991. "Effect Of Generic Advertising On The Demand For Fluid Milk: The Case Of The Texas Market Order," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 23(2), pages 1-10, December.
    5. Capps, Oral & Bessler, David A. & Williams, Gary W., 2016. "The Ramifications of Nearly Going Dark: A Natural Experiment in the Case of U.S. Generic Orange Juice Advertising," Agricultural and Resource Economics Review, Cambridge University Press, vol. 45(1), pages 68-97, April.
    6. Dong, Diansheng & Schmit, Todd M. & Kaiser, Harry M., 2007. "Optimal Media Allocation of Generic Fluid Milk Advertising Expenditures: The Case of New York State," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 36(2), pages 1-14, October.
    7. Capps, Oral & Bessler, David A. & Williams, Gary W., 2016. "The Ramifications of Nearly Going Dark: A Natural Experiment in the Case of U.S. Generic Orange Juice Advertising," Agricultural and Resource Economics Review, Cambridge University Press, vol. 45(1), pages 68-97, April.
    8. Thompson, Stanley R. & Eiler, Doyle A., 1974. "An Econometric Analysis of the Response of Milk Sales to Advertising in Selected New York State Markets," Staff Papers 185795, Cornell University, Department of Applied Economics and Management.
    9. Ronald W. Ward & William F. McDonald, 1986. "Effectiveness of generic milk advertising: A ten region study," Agribusiness, John Wiley & Sons, Ltd., vol. 2(1), pages 77-89.
    10. Harry M. Kaiser, 2016. "An economic analysis of the Cattlemen's Beef Promotion and Research Board demand-enhancing programmes," Applied Economics, Taylor & Francis Journals, vol. 48(4), pages 312-320, January.
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